Launch the Fuji Xerox Iridesse™ Production Press to the Asia-Pacific market. The Iridesse™ is the world’s first and only true metallic colour spectrum printer that prints in one pass. Other brands offer some metallic capability, but would require extra print units. We needed to distinctively cut through the noise. The company wanted to promote its specialty colour production machines in a new, creative way.
Own the metallic colour category by creating a term that defines it: Metallicolour. Then, imagine Metallicolour to be a new show from Cirque du Soleil – known for beauty and performance. Create a holistic, integrated campaign with print, digital and experiential elements culminating in the launch.
Direct Mail, Digital, Experiential
The Beyond Imagination campaign was so effective that year-on-year line of business growth increased 20% as a result of outstanding Iridesse™ performance in Financial Year 2017.
Iridesse™ delivered outstanding results in Financial Year 2017
Growth in line of business sales year-on-year
Hugely successful Asia Pacific launch event
The Iridesse™ digital marketing campaign helped us to accelerate the business from the initial pre-launch activities and interest generation to high participation at the Asia Pacific regional launch. This was closely followed by individual country launches, and finally conversion to business. Thank you to April Six for the creativity and excellent concept to execution of this project.
Steve Ford / General Manager Production Sales & Marketing, Fuji Xerox Asia Pacific